Wardogs, a new large-scale hardcore FPS developed by Bulkhead, is adopting an unconventional marketing strategy by presenting potential players with ten reasons to avoid purchasing the game. This approach comes as the title has begun to climb the Steam top-seller charts.

In an official video, Bulkhead announced that Wardogs will enter Steam early access on September 10. The developer then proceeded to detail various aspects that might deter players, such as its limited early-access content, a high initial price point, expected player count fluctuations, future monetization plans, and performance and visual fidelity concerns. The list also includes the studio's history with its previous shooter, Battalion: 1944.

"Before the hype train gets out of control, we want to do something most AAA marketing teams would tell their dev teams to never do--give you 10 legitimate reasons why you should not buy Wardogs," the studio stated in the video.

Early Access Concerns

Among the reasons provided, the lack of content during the early-access phase and the game's price are explicitly mentioned. Wardogs will launch into early access at $40, with plans to increase the price to $60 by the end of its development cycle. Bulkhead advises interested players to wait if the early-access price seems too high.

The game's "Decisions and consequences" point refers to its milsim-inspired gameplay. In Wardogs, death necessitates a lengthy return to the front lines and the cost of replacing lost equipment. The developer suggests that players who approach the game with a Call of Duty or Battlefield mindset, characterized by aggressive rushes, are likely to face frequent deaths. Learning from these experiences is presented as crucial for player enjoyment.

While Wardogs currently lacks any form of monetization, such as battle passes or cosmetic skins, Bulkhead anticipates introducing monetization methods in the future to support ongoing development. However, the studio has committed to not monetizing the game during its early access period. Furthermore, the game will not feature purchasable weapon camos or in-game currency; these will be earnable through gameplay.

"It might seem strange to be talking about monetization years down the line, but we want you to be able to buy in knowing what you're buying into long term," Bulkhead explained.

Acknowledging Past Failures

A significant point of caution for potential buyers is Bulkhead's development history. The studio previously released Battalion: 1944, a 5v5 shooter that experienced a rapid decline in player numbers shortly after launch, reportedly maintaining between 50 to 200 concurrent players. Bulkhead managed to sustain the studio through work-for-hire projects, eventually offering refunds to players and Kickstarter backers of Battalion: 1944.

"It's these lessons and scars from Battalion that Wardogs has been built upon," the developer stated. "It's why we've been so cautious with our playtesting and why we've been so open with our marketing. To be really clear, we wouldn't have Wardogs without Battalion's failure, but if you still don't trust our studio because of Battalion: 1944, don't rush to buy Wardogs."

Despite this transparent approach to potential drawbacks, Wardogs has seen early success, evidenced by its climb on Steam's top-seller charts.